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AI Transformation in Retirement Experience Rankings

In a significant revelation for the retirement plan industry, the Corporate Insight's 2025 DC Plan Participant Website Experience Benchmark underscores the transformational power of artificial intelligence (AI) in enhancing user experience. The report highlights that industry leaders Fidelity and TIAA continue to dominate the landscape, maintaining their positions at the top. However, significant advancements from mid-tier providers such as Empower and Transamerica indicate a competitive shift in the market.

The benchmark, released recently, showcases a steady digital evolution among retirement service providers, emphasizing the positive impact of strategic AI investments on improving service delivery. According to Kara Sostar, the retirement research manager at Corporate Insight, companies that embraced AI capabilities—including search enhancements, virtual assistance, and personalized content delivery—experienced substantial score improvements in 2025.

Industry Leaders Maintain Competitive Edge

Fidelity has managed to retain its top spot with a score of 86 out of 100—a commendable increase of two points, marking its third consecutive year in first place. Following closely is TIAA, which climbed three points to score 85, maintaining strong performance across all six evaluation categories. This progress marks a consistent trend in the retirement planning sector, with the average score of participating providers showing an increase from 68 to 70 points, suggesting a willing industry shift towards digital innovation.

Interestingly, both Empower and T. Rowe Price scored 79 points, tying for third place. This year T. Rowe Price rose thanks to enhancements like a new Contribution Details page and the addition of SmartVideos that offer tailored guidance. Meanwhile, Transamerica has become the year's standout performer, boosting its score by five points and moving up three spots in the rankings. Their rise is attributed to a revamped dashboard, a contemporary education center, and an overall refined branding strategy on their site.

AI: The Driving Force Behind Improvement

The benchmark clearly identifies AI-powered features as crucial for differentiating providers in this competitive environment. Fidelity, for instance, utilizes an effective Financial Wellness dashboard that delivers relevant, participant-focused content promptly. Similarly, TIAA's innovative FAQ-focused search feature streamlines access to information, while Alight’s use of LumenAI summaries enhances user experience by improving search function outcomes.

Moreover, the introduction of virtual assistants stands out as an area of immense growth, reflecting the evolving expectations of retirement plan participants. These advancements are setting new benchmarks for other providers to follow. Sostar indicates that fourteen firms improved their Support category scores, emphasizing the ongoing relevance of personalized assistance in digital retirement services.

Increased Focus on Account Management Features

The category concerning Account Information has demonstrated the strongest performance, with an average rise of four points across providers. This aspect remains paramount for participants, as verified by survey results showing that 89% of respondents value account balance information highly. The Profile Settings category also saw significant improvements, with thirteen firms enhancing their scores through better security protocols and authentication methods. Notably, TIAA and Vanguard introduced passwordless login capabilities, while Fidelity rolled out a comprehensive Security Center, establishing a new standard in digital security for retirement platforms.

Methodology Behind the Benchmark

Corporate Insight’s assessment methodology for the DC Plan Participant Website Experience Benchmark was thorough, encapsulating various important aspects of digital functionality, design, navigation, and usability across 28 subcategories and over 115 attributes. The evaluations utilized a scoring system ranging from 1 to 100, assigning weights based on participant feedback.

Firms evaluated in this benchmark include big names like Alight, Charles Schwab, and Voya Financial. As the report emphasizes, meaningful investments in technology and user experience are no longer optional; they are crucial for maintaining competitive viability in the increasingly digital landscape of retirement planning.

As the industry continues to evolve, stakeholders, financial entities, and participants alike must embrace these technological advancements to further enhance retirement experiences.

For those looking to dive deeper into the analysis and expert insights provided in this report, Corporate Insight offers the opportunity to purchase the complete 2025 rankings and analysis, aiming to shape future strategies for digital retirement services.